Building a science-backed beauty brand from the ground up
Mastt
Mastt is a new cosmetic brand built around a single conviction: that consumers deserve both scientific rigor and full transparency in what they put on their skin. Their target — people they call Skintelectuals — knows ingredients, reads labels, and doesn't trust claims without evidence. The challenge was translating that positioning into a visual identity that felt premium and trustworthy without being cold or clinical. No existing brand assets, no visual references — a complete identity to build from zero.
Date
2025
Role
Art Direction & Graphic Design
Team
Marketing direction: Lucía Algarra
The Process
The first step was a market research phase mapping brands that addressed at least one part of the brief — science-forward beauty, ingredient transparency, premium positioning — to understand what existed and where the white space was. From that research, two creative directions emerged. The first leaned playful and approachable, with warmer tones and more expressive typography. The second — the direction the client chose — went cleaner and more refined: a minimalist logo, a neutral palette that inspires confidence, and typography that lets the message breathe. Every decision was made to reinforce Mastt's core promise: what you see is what you get. The visual system was then extended across web, social media, and packaging, ensuring the identity held up across every touchpoint — from a product label to an Instagram grid.
The Result
Mastt is set to launch in October 2026. The full brand system — logo, typography, color palette, brand guidelines, and multi-format assets — is ready to go live across digital and offline channels. Case study will be updated with campaign results post-launch.
// Contact //